Kula and VOILÀ: Driving Loyalty by Connecting Travelers and Guests with Causes

October 16, 2013

Whether it’s knowing the carbon footprint of a flight to Europe or if a suitcase is made from sustainable materials, frequent travelers are more cause-aware than ever before, and they expect the same commitment to causes from the brands they interact with. Increasingly, they also want to make a positive impact in the communities they visit. That’s why Kula Causes, the world’s largest online giving platform and VOILÀ Hotel Rewards have partnered to provide VOILÀ’s loyalty program members more opportunities to do good around the country and across the globe when lodging at boutique, independent hotels.

Both companies are seeing a growing number of consumers donating loyalty points to help tackle social challenges in the countries they are traveling to. A recent 2013 Cone Communications/Echo Global CSR study also revealed consumer preferences towards giving and supporting cause-conscious brands:

91% of global consumers are likely to switch brands to one associated with a good cause(s) given comparable price and quality.

93% of global consumers say they want to see more of the products, services and retailers they frequent to support worthy social and environmental issues.

Recognizing this consumer, the partnership between Kula Causes and VOILÀ will enable VOILÀ Hotel Rewards members with the opportunity to support the causes they care about most.

“Today’s cause-savvy consumers and travelers want to see their donated dollars in action, and the best way to do that is to support local nonprofits,” said Mark Dority, Kula Causes’ Director of Marketing. “Together, Kula and VOILÀ are helping independent partner hotels foster deeper and longer-lasting relationships with hotel guests and frequent travelers by acting as avenues for those guests’ charitable instincts through compelling donation experiences.”

Very often independent hotels attract guests with equally independent mindsets; frequent travelers who know that transforming the global village starts with one community at a time. That is why, with the 2013 holiday season in sight, VOILÀ, a hotel loyalty program that unites a network of over 250 four-and five-star independent hotels and luxury brands across 24 countries, is enabling its cause-minded guests with a new way to help make a positive difference in their favorite communities at home or abroad.

Through Kula’s Cause-Related Loyalty-Marketing™ (CLM) platform, VOILÀ’s members can now convert unused rewards into cash donations to their choice of over two million nonprofits worldwide. The partnership’s announcement comes at a critical time of year when charitable giving spikes and organizations that speak for those who have no voice urge the public to open their hearts by opening their wallets. Unused points are a reservoir of untapped currency potential for millions of causes worldwide.

Launched in September of this year, VOILÀ members will be able to convert unredeemed rewards from their loyalty program directly into eVouchers, in denominations of $10, $25, $50 and $100 USD. Once deposited into members’ Kula profiles, eVouchers’ value appears as cash balances – which VOILÀ members can then donate to the causes they care about.

“We love the idea of partnering with an organization that allows our members to give back to important causes in their communities or which they were impacted by emotionally while traveling,” said Peter Gorla, VOILÀ’s Managing Director. “VOILÀ is built around the idea of partnering with authentic and highly-localized independent hotel brands and we believe Kula is the ultimate partner in bringing a world of charitable options to our members.”

For more information on how Kula Causes and VOILÀ are driving loyalty through cause support or to schedule an interview with Mark Dority, Kula Causes’ Director of Marketing and Peter Gorla, Managing Director of VOILÀ Hotel Rewards, please contact Vanessa Horwell at 305-749-5342 ext. 232 or vanessa(at)thinkinkpr(dot)com.

About Kula Causes

Founded in 2010 and based in Boulder, Colorado, Kula Causes is the world’s largest platform for charitable giving. Kula’s innovative business-to-business SaaS application enables companies to measure, engage, and reward their customers by enabling them to support their favorite causes. This puts the power of choice in the hands of customers and creates rich customer engagement and meaningful brand loyalty. With over 2 million charities in over 50 countries to choose from, Kula reaches virtually every customer giving affinity—from local schools and places of worship to international development and aid organizations. For more information, please visit http://www.kulacauses.com.

About VOILÀ Hotel Rewards

VOILÀ is the world’s number one loyalty program that unites a network of more than 250 select independent hotels comprising 20 select global hotel brands. The program first launched in 2008 and has developed a reputation among travelers who like to stay in original, up-market independent properties for its compelling promotions, ease of use and simple, quick redemption process.

VOILÀ’s global presence allows members to earn and redeem points across a wide variety of hotels and redemption partners in the VOILÀ global network. A selection of VOILÀ’s current redemption partners include airline programs such as Flying Blue (Air France / KLM), Southwest Airlines Rapid Rewards, and US Airways Dividend Miles, retail partners such as Amazon.com, American Express, Multiplus Fidelidade, Smiles, and iTunes, and charitable causes such as Kula, Worldreader.org, and Kiva.

From the consumer’s perspective, this means members can enjoy the rich experiences and extraordinary qualities independent hotels offer while earning points and receiving benefits typically tied to big chain loyalty programs. For more information, please visit: